We all want a positive response to the content we work so hard to create. Not all positive responses, however, are created equal.
I’m reminded of this David Ogilvy quote from Ogilvy on Advertising:
“When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product. When Aeschines spoke, they said, ‘How well he speaks.’ But when Demosthenes spoke, they said, ‘Let us march against Philip.’”
In other words, if you’re looking for something more than “Great post!” comments, then you’ve got to prompt action. And that means you’ve got to stir something in the audience before they’ll do something.
Now, before we get to that, one easy way to get someone to do something is to simply ask. I’m assuming you’re already using calls to action, but if not, click that last link to read about those first.
Otherwise, let’s focus on what must happen before the ask. What we’re trying to stir is an emotional response.
It’s emotion that moves us to act. In fact, the Latin root for the word emotion means “to move,” because emotions motivate what we do. We don’t necessarily want to make them seethe with anger or burst into tears, though.
The goal is not necessarily to get someone to feel, but rather to want — and to act on that want. Here are several ways to accomplish that.